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LeAn CAnvAs As A design tooL
Alex Osterwalder, in his great book Business Model
Generation shows and explains an amazing method
of describing any business idea: the Business Model
Canvas (BMC). This eight-field table can do what
an extended business plan struggles to achieve: it can
explain your business. It revolves around the Unique
Value Proposition (a single, clear sentence describing
the way you’re different from your competitors and
why you’re worth buying) and the canvas depicts your
idea, key partners and resources, and your model of
revenue. This is the single most productive page you’ll
ever come across in your business endeavours.
No wonder clarity of information and ease of use made
Osterwalder a killing. The Business Model Canvas is
extremely popular and it’s not a rarity nowadays to be
asked by a VC to prepare a BMC.
But how is it all connected to user experience design?
As you already know, designing UX means taking
26 The age of user experience design
